What Conference Organisers are looking for in 2026

If you’re in venue sales, you already know the landscape has shifted. The old playbook – square meterage, AV packages, and a glossy brochure – isn’t enough anymore. In 2025, conference organisers are looking for more than just a space. They’re looking for alignment, partnership, and purpose.

At Conference Monitor, we speak with hundreds of organisers every month. Here’s what they’re telling us – and what that means for you.

1. Purpose-Driven Partnerships Over Transactions

Organisers are tired of cookie-cutter pitches. They want to feel seen and understood. Whether they’re planning a legal summit or a health symposium, they’re looking for venues that “get” their mission.

What you can do: Take the time to understand the organiser’s audience and goals. Tailor your proposal to reflect their values. If they’re a not-for-profit, show how your venue supports community initiatives. If they’re in healthcare, highlight your accessibility features and wellness offerings.

2. Hybrid-Ready, Not Just Hybrid-Capable

Yes, hybrid is still here. But it’s not just about having a camera in the back of the room. Organisers want venues that can help them create meaningful experiences for both in-person and remote attendees.

What you can do: Offer more than tech specs. Share stories of how your team supported a hybrid event – what worked, what didn’t, and how you adapted. Confidence comes from transparency.

3. Sustainability That’s More Than a Buzzword

Organisers are under pressure to make environmentally responsible choices. They’re asking questions about waste, energy, and carbon footprints – and they’re choosing venues that have real answers.

What you can do: Be honest about where you are on your sustainability journey. If you’re not perfect, that’s okay. What matters is that you’re making progress and can show it. Bonus points if you can help organisers report on their event’s environmental impact.

4. Data That Helps Them Plan Smarter

Organisers are planners by nature. They love data – especially when it helps them make better decisions. They want to know how attendees move through your space, what tech gets used, and how to improve next time.

What you can do: If you have tools that track engagement or foot traffic, share that. If not, consider partnering with event tech providers who do. The more insights you can offer, the more valuable you become.

5. Long-Term Thinking

We’re seeing more organisers planning 3–6 years ahead. They’re not just booking a venue – they’re building a relationship. They want to know you’ll be there for the long haul.

What you can do: Offer flexible contracts, loyalty pricing, or even a “preferred partner” program. Make it easy for them to come back – and feel good about it.

6. Location Still Matters – But So Does Story

Yes, proximity to airports and hotels is still important. But organisers are also looking for venues with a story. A sense of place. A reason to choose you over the venue down the road.

What you can do: Tell your story. What makes your venue unique? Is it the heritage building? The Indigenous artwork? The rooftop garden? These details matter more than you think.

In summary, great events start with great partnerships. And great partnerships start with listening. If you’re a venue sales professional, now is the time to lean in, get curious, and show up with empathy.

Because in 2026, it’s not just about being booked. It’s about being chosen – for all the right reasons.